How to Strategize During a Crisis

By: Courtney Love

During tough economic times, it’s important for your brand to communicate in a timely and thoughtful way to position yourself as a trusted voice. Most of us have had to reallocate marketing dollars or press pause on campaigns over the past few months, and as we continue to navigate this new normal together, consider taking these three pillars of strategy into account:

​

• Listen – With so many things in flux these days, feedback from your customer base is plentiful, and it’s essential that you take every suggestion and bit of intel to heart. Make sure your customer support is responsive to emails and phone calls. Equip your sales team with all the info they need to comfort unsure business partners. Be active on social media to create a strong sense of community. Nothing makes you more open to change than being a good listener.
  
  
• Plan – Even when things seem troubling, it’s healthy for your business and your state of mind to prepare for more prosperous times. The COVID-19 pandemic will come to an end and better times lie ahead. After listening to your audience, implement realistic marketing strategies that will address both short- and long-term goals for your business as it works toward a brighter future.

 

• Adapt – No matter how well you plan, the potential for unforeseen roadblocks are higher than normal right now, so always be prepared to pivot at a moment’s notice. A few keys to adapting to an ever-changing landscape are staying informed on all the latest developments and having ongoing, honest communication with your base. Being flexible and transparent goes a long way in understanding how you can best support your customers, whether that’s by reallocating marketing dollars toward the most essential marketing channels or simply providing frequent, comprehensive brand updates.
  
  

Taking the time to listen, plan and adapt will help you execute marketing plans to help strengthen your position in the marketplace and protect your business from as much disruption as possible. A proactive approach in the short-term puts sets your business up for success in the future.